Brandix opens new-concept Centre of Inspiration for Casualwear

-- Centralised facility for marketing, design and development, cutting, warehousing & supply chain management to spur further growth --

Brandix, Sri Lanka’s largest apparel exporter and Presidential Export Award winner formally inaugurated a centralised facility for its Casualwear business in Ja-Ela.

The 270,000 square foot Brandix Centre of Inspiration (BCI) is the Group’s Casualwear Business Unit’s one-stop point for design to delivery, and assures customers of undivided and complete service. The uniquely designed facility houses a top notch product development and design centre, a central warehouse, a state of the art cutting facility and a centralised marketing and merchandising operations.

Officiating as Chief Guest at the ceremonial inauguration of the Brandix Centre of Inspiration, Fisheries and Aquatic Resources Minister Felix Perera described the Centre as a model for others in the apparel sector and said he was extremely proud to see such a modern facility in his electorate.

“At a time when countries like China and Vietnam are emerging as a serious threat to Sri Lankan exporters, the values, uncompromising quality and value addition of companies like Brandix will help us face the challenges,” the Minister said. He said the growth and market share achieved by Brandix in a short space of time was an extraordinary feat for any company.

Paying tribute to the Brandix Group’s commitment to Corporate Social Responsibility and employee welfare, Minister Perera said the Group’s approach to worker relations was a good example to trade unions as well.

The minister was accompanied by Western Provincial Council Councillor Nihal Jayawardena and Ja-Ela Pradeshiya Sabha Chairman Lalith Nishantha Abeywickrema for the opening of the Brandix Centre of Inspiration. They toured the facility prior to official opening.

Brandix Casualwear forms the backbone of the Brandix Group’s product portfolio, and specialises in woven bottoms - basic pants, cargo pants, 5-pocket jeans, shorts and skirts. It has seven production facilities which include a state-of-the-art fully automated denim facility, the first of its kind in Sri Lanka. The fully integrated process utilizes the advantages generated by the Group's vertical linkages to source woven fabric, finishing, accessories and high end washes.

The Brandix Centre of Inspiration provides centralised services to Brandix Casualwear, including marketing, design, product development, centralized cutting and supply-chain management. Key players in the supply chain are invited to sit alongside Brandix associates enabling them to conceptualise and deliver ‘inspired solutions’ to customers. Brandix Casualwear CEO Pravin Kalpage said the success of BCI has been demonstrated by the productivity and effectiveness of this strategic initiative since its soft launch in June 2006.

The winner of two Presidential Export awards in August 2007, Brandix is ranked as Sri Lanka’s largest apparel exporter and second largest exporter overall, by the Export Development Board (EDB). Consolidated Group turnover for the year ending March 31, 2007 was US$ 320 million and Brandix is expected to reach its short term revenue target of US$ 500 million, in the near future.

The Group which has adopted a unique customer-centric structure to offer end-to-end apparel solutions to its customers has invested substantially in the expansion of its operations locally and in the region. Over the last three years Brandix has invested Rs. 6.6 Billion and in the last year alone the Group invested more than Rs. 2.5 Billion to expand its Sri Lankan operations. Investments of Rs 3.5 Billion are in the pipeline for the current financial year.

Brandix pioneered the concept of total solutions in the Sri Lankan apparel industry and provides direct employment to more than 22,000 people. The Group is a preferred solutions provider to some of the world’s best brands, including Gap, Marks & Spencer, Victoria’s Secret, NEXT and Abercrombie & Fitch and specializes in casual bottoms, intimate and active wear, textiles, knitted fabrics, sewing and embroidery thread, accessories and hangers. The Group also offers wet processing and finishing and fabric printing. Brandix is supported by over 25 manufacturing facilities in Sri Lanka, India and strategically located international sourcing offices.

August 29, 2007